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Social Media im Kreuzfeuer

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Während die einen Social Media ablehnen, verbreiten andere ihre Botschaften mit hoher Frequenz über alle Kanäle. Kann man es sich leisten, nicht dabei zu sein? Und muss man auf allen Kanälen präsent sein?Welche Strategien bieten sich für den bestmöglichen Erfolg an?

Prof. Martina Dalla Vecchia, Fachhochschule Nordwestschweiz (FHNW), Dozentin für Online-Marketing und Social Media und Jörg Eugster, Online-Marketing-Pionier, Dozent und Inhaber NetBusiness Consulting AG

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Social Media im Kreuzfeuer

  1. 1. Social Media im Kreuzfeuer Dabei sein ist (nicht) alles! Prof. Martina Dalla Vecchia Jörg Eugster Dozentin Online-Marketing FHNW Internet Pionier und Verlegerin BPX Was Manager wissen müssen! Onlinemarketing-Experte1 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1 «Social Media im Kreuzfeuer»
  2. 2. Agenda 1. Dabei sein ist nicht alles! 2. Dabei sein ist doch alles! 3. Was bringt es für mich?2 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2 «Social Media im Kreuzfeuer»
  3. 3. 1. Dabei sein ist nicht alles!3 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3 «Social Media im Kreuzfeuer»
  4. 4. Keine Zeit – zu viel Aufwand – und überhaupt …4 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4 «Social Media im Kreuzfeuer»
  5. 5. Meine Geschäfte mache ich doch per Empfehlung!5 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5 «Social Media im Kreuzfeuer»
  6. 6. Man kann auch zu viel Social Media machen!6 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6 «Social Media im Kreuzfeuer»
  7. 7. 2. Dabei sein ist doch alles!7 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 7 «Social Media im Kreuzfeuer»
  8. 8. 700 Mio. Fans auf Facebook sagen doch alles aus!8 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 8 «Social Media im Kreuzfeuer»
  9. 9. Man hat keine Wahl ob, sondern nur wie9 | Jörg EugsterCAS ECOM | Kick Off & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 9 «Social Media im Kreuzfeuer»
  10. 10. 3. Was bringt es für mich als Unternehmen? CAS ECOM | Kick Off10 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 10
  11. 11. Online- Marketing- Baum CAS ECOM | Kick Off11 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 11
  12. 12. Wo muss ich dabei sein? CAS ECOM | Kick Off12 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 12
  13. 13. Das Schweizer Taschenmesser für Social Media CAS ECOM | Kick Off13 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 13
  14. 14. Evolution des Information-Eco-Systems Quelle: DAVID HARRIS, SWISSNEXSOCIAL MEDIA SERIES, JUNE 8, 2011 CAS ECOM | Kick Off14 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 14
  15. 15. Was bringt XING? CAS ECOM | Kick Off15 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 15
  16. 16. XING als Business-Netzwerk  Profil, mit Interessen und Kompetenzen  Man bleibt mit Kontakten verbunden (Firmenwechsel)  Kontakte der Kontakte (Akquisition, Partner)  Geburtstagserinnerung  Transparenz z.B.  Besucher meines Profils  News aus meinem Netzwerk  Organisation von Events  Statuszeile  Teilnahme in Gruppen CAS ECOM | Kick Off16 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 16
  17. 17. XING für Unternehmen  Gruppen bilden  Profil der Organisation  Einladungen  News  Kontaktpflege CAS ECOM | Kick Off17 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 17
  18. 18. Was bringt nun Facebook?  Sichtbarkeit im Netzwerk  Gruppen-Ansprache  up2date  Aktualität  Umfragen  Ranking-Faktor  F-Commerce  Als Verbreiter von Blog-Posts CAS ECOM | Kick Off18 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 18
  19. 19. Braucht es einen Blog? CAS ECOM | Kick Off19 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 19
  20. 20. Der Blog von Alt-Bundesrat Leuenberger CAS ECOM | Kick Off20 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 20
  21. 21. Der Video-Blog von Angela Merkel CAS ECOM | Kick Off21 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 21
  22. 22. Blog  Update über wichtige Aktivitäten (z.B. Vorträge zum Download generierte qualifizierten Traffic)  Bildung von Suchmaschinenrelevanz (Linkbuilding)  Blog als CMS mit Vernetzung zu anderen Social Media wie Facebook, Twitter und Youtube  Blog-Post als Newsletter-Beitrag  Meine Blogbeiträge sind meine News CAS ECOM | Kick Off22 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 22
  23. 23. Download dieses Vortrags auf www.eugster.info CAS ECOM | Kick Off23 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 23
  24. 24. Nice to have: Twitter  140 Zeichen – Reduce to the max  Microblogging  Zeitreihe  Fomo: Alles kommt wieder Vorteile:  Netzwerk  Wissensmanagement  Weiterbildung  Kreativität CAS ECOM | Kick Off24 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 24
  25. 25. Der vernetzte Ansatz Newsletter Blog (auch als News) Website CAS ECOM | Kick Off25 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 25
  26. 26. Social Media im Kreuzfeuer Social Media ist eine persönliche Aufgabe Nicht delegierbar! Social Media braucht Inhalt mit Mehrwert Keine Selbstdarstellung! Social Media ist der kontinuierliche Dialog Denn Märkte sind Gespräche! CAS ECOM | Kick Off26 | Jörg Eugster & Martina Dalla Vecchia | Martina Dalla Vecchia © 2009 Hochschule Media im Kreuzfeuer» «Social für Wirtschaft | 26

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